Complaining v Moaning: An Uncomfortable Experience at Downtown Records



Picture by Nikki A. Rae at Record Store Day 2016

Picture by Nikki A. Rae at Record Store Day 2016

On most Saturdays of my youth I would take the bus into Romford Town Centre. I’d look around WH Smith and check out the stationery, books and board games; perhaps inspect the latest fashion at Mr Byrites; pause for a while by the concrete cubist fountain at the centre of the precinct; take in the bustle of the fruit and veg market. And I’d always pop into Downtown Records. 

Downtown provided the only suggestion of counter-culture in Romford’s bland and boring consumerist world. It was a timeless melting pot of punk and soul, rock and prog. It was a magnet for outsiders. It was here that I learned to stand at the racks flicking through the plastic-wrapped sleeves in quick tempo. It was here that I mastered how to decode a record’s content by means of art direction, typography, session players and song titles. It was here that I plotted my own particular path through popular music.

Of course, I never felt entirely comfortable. I was too much of an awkward geek for that. And however essential the album I handed over to the biker-jacketed assistant - ‘Hot Buttered Soul’, ‘After the Goldrush,’ ‘Crocodiles’ - he always remained aloof, impassive, indifferent. 

But still I felt at the centre of the world.

A common concern in the late ‘70s and early ‘80s was warped or scratched LPs. It was like corked wine, and became even more of an issue when they started importing cheaper, thinner vinyl from Portugal. I particularly recall my disappointment when my new copy of the Shalamar ‘Friends’ album fell foul of this problem: the needle could barely stay in the grooves as it rode the topsy-turvy disc. ‘Gonna make this a night to remem…ber!’

The following Saturday I returned to the store with the offending LP still in its red and white Downtown plastic bag – just to reinforce the fact that I’d purchased it from them. (The bag had a graphic of a woman with permed hair, which even then seemed anachronistic.) I marched uneasily to the desk at the back, without pausing to check out the latest releases - heart pumping, nerves jangling. I handed over the disc to the hirsute assistant. 

‘I bought this record from you last week and I’m afraid it’s warped.’

He was singularly unimpressed and stared me straight in the eye.

‘Really?’

He nonchalantly slipped the vinyl out of its sleeve to see if I was telling the truth. I felt small minded, rude, petty and ungrateful; a time waster, an irritating annoyance, an ersatz music fan. I realised the crushing truth: it’s so uncool to complain.

Of course, I left with a new record. But it took me the whole of the bus-ride home to get over the experience, and I waited a couple of weeks before I returned to Downtown.

I have never been comfortable complaining. Complaining is awkward and confrontational. It conflicts with my natural instinct to make the most of things, to look on the bright side, to be optimistic. 

And yet I’m well aware that complaining is an important cog in the wheels of capitalism. It holds businesses to account, it encourages improvement, it serves the interests of other customers. Sometimes complaining is just the right thing to do.

I recently came across this quote from John Lanchester, writing in The New Yorker.

'Visitors to Britain are rarely able to grasp – sometimes after decades of residency – the vital distinction its inhabitants make between complaining and moaning. The two activities seem similar, but there is a profound philosophical and practical difference. To complain about something is to express dissatisfaction to someone whom you hold responsible for an unsatisfactory state of affairs; to moan is to express the same thing to someone other than the person responsible. The British are powerfully embarrassed by complaining, and experience an almost physical recoil from people who do it in public. They do love to moan though.'

It’s true. Despite my deeply felt aversion to complaining, I am partial to a bit of moaning: about people that eat on the tube or rustle in the theatre; about entitled posh folk who push into queues and say ‘guys’; about autotune and cursing; about the music in the restaurant being too loud and the voices on the telly being too quiet; about minted peas and over-strong artisanal ales; about masculine hugs and imprecise stapling practice.

I know I’m not alone in this.

The thing about moaning is that it comes without conflict or embarrassment. No one challenges you or answers you back. And it can be curiously cathartic.

Nonetheless I have come to appreciate that my moaning gets me nowhere. It’s pointless, self-defeating, time consuming and ultimately pretty boring. To tell the truth, my moaning gets me down.

I have resolved to moan a little less and complain a little more. Henceforth my negativity will be channelled towards positive ends.

And yet I read that a number of retailers have recently removed the option to complain by email from their website, or have stopped responding to email complaints altogether (7 March, The Times). And customers who want to register an issue are increasingly encouraged to have a conversation with an automated chatbot.

Perhaps I’ll only properly appreciate the right to complain when they’ve finally taken it away from me. Ain’t that always the way.

'Raindrops keep falling on my head.
But that doesn't mean my eyes will soon be turning red.
Crying's not for me.
'Cause I'm never gonna stop the rain by complaining.
Because I'm free.
Nothing's worrying me.’

BJ Thomas (B Bacharach / H David)

No. 279

  

Murder On The Dance Floor

                        Photograph: Manchester Mirror/mirrorpix

                        Photograph: Manchester Mirror/mirrorpix

I was a bad DJ. I couldn't mix; I couldn't sample; I couldn't scratch. But above all, I couldn't make people dance - or at least, make them dance to my tunes.

The withering glances, the paralysing fear, the creeping self-doubt; it all comes flooding back. Staring out at an empty dancefloor, the only movement the geometric reflections from the mirror ball, the crowds clinging to the walls as if pushed by some centrifugal force.

I’d play one top track after another: D-Train, Fatback, Archie Bell & the Drells… Nothing.

‘It’s a shame,
Sometimes I feel like I’m going insane,
But still I want to stay’
Evelyn ‘Champagne’ King - Shame

Gradually the pressure built. They wanted to dance, but they didn’t want to dance to anything I was playing. The occasional Goth would approach, demanding Southern Death Cult.

Eventually I cracked and reached for The Jackson 5. No sooner had a few bars of ABC chimed out than the floor was filled with jiving students, a mass of ecstatic rhythm and moves.

But no time to enjoy my achievement. I faced another challenge. Once they were on their feet for The Jackson 5, I couldn’t very well give them Melba Moore. So I’d unsheath Earth, Wind & Fire. And then Shalamar. And Chic. ‘And the beat goes on...’

Yes, the floor was packed and pulsating now. A joyous Bacchanalian throng. But at the height of my seeming success, I was filled with self-loathing, because I had, in effect, created a Wedding Disco. I knew the revellers would not go home sated that night. They’d had a bop, but it was the same old stuff they’d always danced to. Nothing to be remembered, respected, revisited. Nothing original, authentic, inspired. Last night a DJ ruined my life…

So why am I telling you this?

Well, as a bad DJ I learned that it’s quite easy to generate a bit of fizz, a quick thrill or momentary buzz. But it’s much more difficult to get people dancing to your own tune, to be credited with it and thanked for it. And once you’ve got people dancing to a populist rhythm, it’s nigh-on impossible to get them off it. I learned that, if I ever wanted to be a good DJ, I’d need a thicker skin.

‘Here’s my chance to dance my way out of my constrictions,
(Feet don’t fail me now),
One nation under a groove, Gettin’ down just for the funk of it’
Funkadelic - One Nation under a Groove

I’d been to enough clubs to recognise a proper DJ. I’d seen them seamlessly blend the familiar with the exotic. I’d seen them coax their public onto the floor, change the tempo, manipulate the mood. I’d seen them insinuate a rhythm that took dancers deep into the heart of darkness. And I’d seen the joy unconfined of a real dancehall crowd moving as one.

I think marketers can learn from dance. Dance is about individual fulfilment found through collective action, private passions explored together – not unlike brands. Marketers could learn from DJs, too – the experts who create, catalyse and control the dancefloor, the magicians who manufacture social success. What advice would a good DJ give a brand manager? Well perhaps...

1. Read the crowd. Feel the mood of the masses. It’s about your own, instinctive judgement, not someone else’s.
2. Live in the moment. Be spontaneous, intuitive, impromptu. Don’t plan for a future you can’t predict.
3. Mix sugar and spice, the familiar with the unknown. It may be counterintuitive, but no one will thank you if you play only what they want, know or expect.
4. Surprise them with the arcane, the forgotten and absurd when they least expect it. Don’t let consistency become predictability.
5. Create one seamless journey, contoured with its own highs and lows. Take the whole dancefloor on that journey and don’t get lost in segmentation, tailoring and targeting.

Great brands set a rhythm that unites consumers, propels them onto the dancefloor of life and inspires them to express their truest feelings, together. In the age of the empowered, atomised consumer, we should never forget that, fundamentally, brands are shared beliefs. I have always believed in a brand that seeks to lead opinion rather than follow it. I guess I believe in the Brand as DJ.

Or as Soul II Soul might put it: ‘A happy face, a thumpin’ bass, for a lovin’ race’…

First published: Marketing 06/09/2013

No. 31